It’s a spectacular amount of money for so little airtime, but dozens of companies have no problem forking over the cash. After all, a Super Bowl spot is probably the best shot an advertisement has at being seen by an enormous captive audience all year. Not only is the viewership astronomical, but many non-football fans actually tune in for the commercials themselves rather than the game. Thanks to some surprisingly how Do Ad Blockers Make Money comedy writing, hullabaloo around the Super Bowl commercials has been increasing for years, so much so that CBS did an extensive primetime production on Feb. 2 that counted down the 50 best of all time. With Super Bowl commercials an essential part of February’s cultural core curriculum, it’s hard to think that they aren’t worth their magnificent expense. But do they actually influence sales?
Multiple researchers have studied the relationship between ad success and sales and the answer is usually a flat no. The fact that the numbers aren’t good does make sense when you think about it. Sure, some ads could work: man on couch sees delicious Snickers in Betty White Super Bowl ad, longs for delicious Snickers, and buys delicious Snickers in checkout line, noting how much he pined for it that Sunday on the couch as he chews. For most of the other commercials, however, it’s hard to see how they’re working.
Henri Toulouse-Lautrec’s French cabaret posters that are on cultured college students’ walls worldwide. 5 million slots locked down as early as November? Maybe it’s because the ads aren’t supposed to actually sell product. Confirming what we all know, Communicus CEO Jeri Smith told Ad Age that many popular Super Bowl ads aren’t even aired after the game. If this is their best stuff, why don’t these companies keep running them? All signs point to a conclusion that Super Bowl ads are, to some extent, simply an expensive vanity project for wealthy companies. With the massive hype placed on Super Bowl ads, it’s not a bad bet.
5 million as an entry fee to a pop culture forum that’s pretty much guaranteed to involve the brand in contests for countless Monday morning lists of best Super Bowl commercials. If the commercial is good enough, there could be enough exposure through these means to justify the costs of airtime and production. The Super Bowl commercial breaks, then, are like little film festival for which the biggest companies play rich uncle and pick up the tab. Winning this National Ultra-Short Film Festival usually means the company must be okay with playing second violin, or the timpani, behind the ad agency’s best creative team.
Not every company seems content with this model of entertaining instead of selling, and last year Budweiser actually appeared to break the mold that it helped create. In one ad, the company addressed its battle with craft beer head on, presenting it as an unpretentious blue-collar alternative to the IPA. Playing a good game on a court that small is difficult for any brand or advertising agency, but it’s possible to provoke sales while winning over the public. Look at Errol Morris’ Miller High Life ads, which revived the drowning brand at a time when American macro-lagers were hurting. On Super Bowl Sunday it’s not easy for brands to win, but it is at least possible. Money may receive compensation for some links to products and services on this website.
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